B2B organizations that are looking forward to shorten their sales cycle, achieve better ROI and increase revenue should opt for marketing automation. The automated solutions offered by marketing automation help in managing the entire process of converting leads into buyers through various automation tasks. It also helps in the efficient management of work flow that includes:
- Lead management
- Demand generation
- Marketing and sales alignment
The thought of automating work flows and tasks of the revenue cycle can actually be overwhelming for the B2B organizations. A manageable plan is required for beginning effective marketing automation functions.
Here, we are mentioning some of the ways that can be followed for getting started with marketing automation in your online business.
» Prioritize things on the basis of their need
Focus on the areas of revenue cycle that requires most improvement, like lead generation, nurturing leads, marketing and sales alignment etc.
» Work on marketing assets that generate maximum interest at every stage of the buying process
It is better to develop education oriented content in the beginning rather than focusing on solution oriented content. The content you are providing can be in the form of case study, which states that how the challenge was overcome. You can also organize webinar for providing valuable tips for alleviating some common problems.
» Pre-existing automates tasks should also be incorporated in the solution
Maintain a list of your routine marketing activities like auto response e-mails and many more. If you implement your pre-existing marketing tasks in your newly formulated marketing automated solution in the first phase itself, you can spend more time on creating innovative marketing strategies.
» Evaluate lead database
Focus on the lead database of your organization by segmenting the list on the basis of lead source or profile information for a successful marketing campaign.
» Start with simple automated work flows
Start your venture with simple work flows such as form submission using email, through a sales person etc. Complete the content with information on related topic etc. Save the advanced techniques for later stages.
By following these fundamental ways you can give an effective start to your marketing automation campaign and make it a sure shot success. Through this, you also generate awareness about the way market is performing, which will eventually benefit your business in the long run.